Sunday, July 25, 2010

I'm not a fan of "The Most Expensive ____" (put whatever you want in the blank) because there's no reasonable scale on which to judge something. I can say that I have a pair of socks for sale for one million dollars and that they are the most expensive socks in the world, but that doesn't necessarily make them so, you know what I mean? It's just like having "The World's Biggest (insert food item here)". If it's a food that you're growing in the ground or on a tree, that's fine. But if it's a food that anyone can make, that's ridiculous. Sure, you can have the World's Biggest Hamburger and have it weigh 750 pounds, but what is stopping anyone from having a 751 pound hamburger (other than sheer sanity)? Not much. World records that are the biggest and the most expensive should have a small degree of luck or chance to them.

That's all why I was not overly interested when I heard that, at $770 per bottle, a brewery in Fraserberg, Scotland, is selling a new Belgian blonde ale which is 55 percent alcohol. It's the process to make the beer which the brewers claim is the reason for the exorbitant expense. Apparently they need to keep the beer at far below freezing temperatures so that water separates from the solution. They apparently repeat that process a gazillion times and it takes hundreds of liters of the beer in order to make just one 330 ml bottle. Granted, it's a super boozy bottle, but it's still just one.

Is the process necessary? I have no idea. And while I have a fondness for beer, I don't have much of an interest in drinking a $770 bottle of beer. I just don't. That's not what beer is about. You know what else beer isn't about? Dead rodent road kill that are all taxidermied up with the bottle of beer shoved down inside them. Wait. What? Behold!

Oh, what the hell is that? That is the End of History Beer by BrewDog. According to AOL News the BrewDog co-founder, a one 29-year old James Watt said, "This is the beer to end all beers. It's an audacious blend of eccentricity, artistry and rebellion; changing the general perception of beer one stuffed animal at a time." OK, then. I'd definitely say that a $770 bottle of beer is audacious and reeks of a rebellion. But I'm not so sure that it changes the general perception of beer as much as it changes the general perception of anyone out there who is trying (sometimes desperately) to make a buck. I'm not much for gimmicks. I'm all for gimme, as in "Gimme my beer and leave me the hell alone". THAT I can totally get behind. A gimmick? Not so much.

Mr. Watt went on to say, "We want to show people there is an alternative to monolithic corporate beers, introduce them to a completely new approach to beer and elevate the status of beer in our culture." Well, that's all fine and good, but I don't know that you're going to elevate the status of much by cramming it down roadkill. I'm just saying. Mr. Watt added that (referring to beer drinkers in the United Kingdom) "are constrained by lack of choice; seduced by the monolithic corporate brewers' huge advertising budgets and brainwashed by vindictive lies perpetrated with the veracity of propaganda." I really wish he had given an example of the vindictive lies by corporate brewers. What could a brewer lie about? This beer won't get you drunk even a little bit? I don't get that. As for the constraining lack of choice, you DO live on an island, my good man. It's hard to have much variety when there isn't a lot of choice to be had. That doesn't mean that one needs to create variety by shoving a bottle of beer down a....what is that? A chipmunk? Never mind. All I'm saying is that you'll adjust the the drudgery of no variety.

Fortunately, there are only 12 bottles of The End of History. Unfortunately, they've already sold out of them. Of course they have. (In case you were wondering, the one creature is a stoat and the other one is a squirrel. There were 8 stoats available and only 4 squirrels. Apparently, stoats are more prone to getting clobbered by traffic than are the squirrels.) This is only going to make them try to do something of this nature again. They'll just strive for something a little more outrageous, is all. Maybe they'll cram a keg of ale inside of a hippopotamus or something. Or have a whole variety of beers on tap being poured from a cow's udder. Who knows? I only wish that I wouldn't have to find out.